A global name in B2B print.

Elanders is a global B2B printing company specialising in book, catalogue and prospectus printing. It operates in a highly competitive market, delivering scalable, high-quality print for businesses across industries.

Spending hard, attracting the wrong traffic.

Elanders was spending significantly on Google Ads, but the traffic it attracted was largely irrelevant - clicks that did not turn into quality leads.

Commercially, the priority was clear: refocus spend on high-intent traffic that drove meaningful enquiries, and improve efficiency in the process. Cut low-quality traffic, redirect budget to real intent, increase the number and quality of leads, and hold efficiency across cost per click and cost per acquisition.

Fix the strategy first. Cut the waste at the source.

We started by eliminating irrelevant traffic - stopping wasted spend where it began, rather than managing it after the fact. From there:

• Restructured traffic sources to cut off irrelevant queries and placements completely, sharply reducing low-quality clicks.
• Prioritised high-intent keywords and audiences, so spend concentrated on the users most likely to convert - quality over raw volume.
• Built seasonal campaigns targeting universities through peak prospectus-printing demand, and competitor-focused campaigns to capture buyers actively evaluating alternatives.
• Scaled what worked. Once performance stabilised, successful campaigns expanded into Ireland to grow qualified lead volume.
• Tested with discipline. Structured A/B testing on every new Google Ads feature, with efficiency validated before anything was rolled out.

Lean by design.

The account was deliberately kept lean - focused entirely on high-intent demand.

From a cost-heavy channel to a lead engine.

Focusing on traffic quality and commercial intent rather than volume transformed the account: ad spend down 41%, conversions up 900% on the previous period, low-intent traffic down 97%, and cost per acquisition down 94%.

The work turned Google Ads from a cost-heavy channel into a reliable source of high-quality B2B leads - and a scalable foundation Elanders could expand into new markets and seasonal peaks with confidence.